Red Alert

FIRES, FLOODS, HURRICANES—for more than a century, nothing has stopped the American Red Cross from assisting those in need around the country and the world. But, when an organization that prides itself on helping others needs a little help of its own, where does it turn? Luckily for the Red Cross of Gloucester County, N.J., Susan Freiberg, president of Turnersville, New Jersey-based Proforma ABF Direct, was on the case. With an army of tote bags from Mason, Ohio-based Vitronic Promotional Group, and some savvy fundraising skills, Freiberg not only raised awareness of the chapter’s financial situation but she helped them collect enough money to thwart impending closure. Here, she shares with Promo Marketing just how a well-placed promotional product saved the day.

Promo Marketing: How did you come to learn about the impending
closure of your area’s Red Cross branch?

Susan Freiberg: I was president of my Rotary Club and a club member mentioned it to me. I thought it was important that my club knew about it, so I invited the executive director of the Red Cross Gloucester County chapter to come speak to us.

PM: Can you tell me the details of the Red Cross’ initial fundraising effort?
SF: The Red Cross was running a fundraising program called “Heroes.” It was for a giving level of $1,000 or more. They were doing OK at the time, but still nowhere near the $70,000 they needed. After the executive director spoke at our club, I decided that I wanted to help. I didn’t want our community to lose an important institution and service organization.

PM: How did you think a
promotional product could help?
SF: Having been in this industry for nine years now, I understand the power of promotional items. So, I donated 500 tote bags with the Red Cross “Hero” logo and encouraged them to sell the bags for $10. I knew that by selling the bags, it would bring in $5,000 in total donations.